Enhance The Research, Based On Customer Satisfaction Spa Resort Marketing Force

With the highly speedy development of China's economy, spas are becoming more and more popular in China. Based on the Questionnaire Survey as to customer satisfaction, and taking JIUQUWAN Spa Resort (Nanning, Guangxi), as an example, the paper submits relative proposals over how to improve the marketing capabilities of spa resorts.Based on relevant literature review and positive analysis, the paper discusses the existence of the correlativity between 26 indices such as tourism environment, tour products and the leverl of service, and the rates of satisfaction, revisits and comprehensive satisfaction. And based on the different properties of the tourists, such as gender, income, age and the leve of the education, the paper discusses whether there is any different levels of satisfaction as to tourism environment, tourist products and the leverl of service among different properities. SPSS13.0 is adopted, which includes confidence analysis, factor analysis, correlation analysis and dual regression analysis and T-test for independent sample. The paper concludes that there exists correlativity between the indices that are adopted by the customers to evaluate China's spa resorts and the rate of satisfaction and comprehensive satisfaction. The paper also proves that there exists correlativity between the number of revisits and the rate of comprehensive satisfaction, and that different properties decide different levels of the satisfaction.Based on the positive analysis as well as theoretical research, the paper concludes that it is effective in improving customers' satisfaction as well as marketing competences when implementing service-marketing-based theories, especially marketing strategies related to marketing theories in China .At last, the paper proposes several customer-satisfaction-oriented proposals as to how to improve marketing capabilities of the spa resorts.